ACCOM, Digital Sales Agency

Online acquisition of new customers for insurance, education, energy and utilities

Contact & Call Centers

B2B

Net profit in 10 months

Context

A digital sales agency looking to get the most out of its digital channels

ACCOM is one of Spain’s most innovative and fastest-growing digital sales agencies, recognized for the high quality of its services and for a corporate culture that fosters its employees’ development and wellbeing. When the agency was founded, ACCOM’s leadership chose to bring lead acquisition on digital channels together with customer conversion through call agents in a single team. ACCOM was looking for a partner that could provide the technology and know-how needed to get the most out of its digital channels.

The challenge

ACCOM asked the Fáktica team how to substantially improve the performance of the Google Ads accounts they managed for insurance, education, energy and utilities clients, increasing the number of quality leads while lowering the cost per lead. All of this in an extremely competitive context, where the inflation driven by numerous competitors kept pushing traffic costs ever higher.

"We stopped looking only at cost per lead and started measuring the real profit each customer generated. That change of perspective changed everything."

ACCOM

Marketing and Sales Management

The solution

Our strategy: maximize profit, not just leads

We changed the way success is measured and built a data and automation infrastructure that adjusts investment in real time to profit and to the sales team's capacity.

From cost per lead to net profit

We stopped focusing only on leads and cost per lead and started measuring the profit generated when those leads converted into customers. Neither cheap low-quality leads nor quality leads at an excessive price: the key was finding the balance between the two extremes.

Offline tracking, BigQuery and Fáktica technology

We built a comprehensive data infrastructure in BigQuery that stores the entire customer journey: Google Ads behavior, landing page, call tracking and the progression from click to raw lead, sales-qualified lead and sale, with its value and margin. Fáktica technology automates the accounts to maximize net profit and ROAS, calculating in real time the optimal balance point between lead volume and expected return.

Investment matched to the sales team's capacity

We added a module that smooths the peaks and troughs of traffic throughout the day to match the number of leads to what the team can handle. When there's more traffic than can be attended, the software lowers bids and only competes for the most profitable leads; when the team has spare capacity, it bids more aggressively.

Results

Net profit in 10 months

We multiplied the account's net profit by 6 in 10 months.

We increased ROAS by 330%.

We reached double-digit returns on investment.

REVIEWS

What do our clients say?

"The Fáktica team gives us commitment, trust and efficiency. They adapt to our changes and needs, supporting us at every step to reach our strategic goals. And the numbers prove it."

"With Fáktica our investment is always optimized and aligned with the company's goals. Thanks to them, SEM and SEO have become priority actions because of the ROI achieved. They contribute to our strategic marketing and sales decisions."

"Highly qualified professionals. They find solutions to the challenges we bring them. They're very easy to work with."

"They didn't just implement the project we'd agreed on — they proposed several additional KPIs that were extremely useful."

"They generated dozens of B2B sales leads for us, along with information and location data on potential customers. They're helping us consolidate and expand in Peru, Chile, Mexico, Colombia, Argentina and Panama."